Modeling the Marketing Mix for Mobile Banking Service in Indonesia: A Case Study of BNI

DOI

10.2991/aebmr.k.200812.029How to use a DOI?

Keywords

marketing mix, service

Abstract

Indonesia has four banking institutions with the status of State-Owned Enterprises namely Bank Rakyat Indonesia (BRI), Bank Negara Indonesia (BNI), Bank Tabungan Negara (BTN) dan Bank Mandiri. Facing the marketing 4.0, banks created a mobile banking service to facilitate transactions for customers. BNI mobile banking has the lowest rating of 3.6 on a scale of 5. This study aims to analyze the service marketing mix as a marketing strategy. Data obtained through observation of 100 users of BNI mobile banking service. The results of the factor analysis show that the service marketing mix dimension that has the highest influence is the product with a 95% confidence level. Furthermore, BNI needs to develop mobile banking services on an ongoing basis in accordance with customer expectations.

Copyright

© 2020, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Intan Permana
AU  - Nizar Alam Hamdani
AU  - Lindayani Lindayani
PY  - 2020
DA  - 2020/08/13
TI  - Modeling the Marketing Mix for Mobile Banking Service in Indonesia: A Case Study of BNI
BT  - Proceedings of the 3rd Asia Pacific Management Research Conference (APMRC 2019)
PB  - Atlantis Press
SP  - 169
EP  - 170
SN  - 2352-5428
UR  - https://doi.org/10.2991/aebmr.k.200812.029
DO  - 10.2991/aebmr.k.200812.029
ID  - Permana2020
ER  -